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  • SUB CATEGORY :
    USE OF GAMES
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • TITLE :
    POCKY K.O.
  • BRAND :
    POCKY
  • ADVERTISER :
    EZAKI GLICO CO., LTD.
  • AGENCY :
    HAKUHODO INC., OSAKA
  • CHIEF MARKETING OFFICER :
    MIDORI YUASA
  • CREATIVE DIRECTOR :
    TAKUTA AKAMATSU
  • CREATIVE TEAM :
    SHO SUZUKI/YUTAKA SONE
  • COPYWRITER :
    MICHAEL CHASIN
  • ART DIRECTOR :
    GO NAGAI/YASUTO TAKAHASHI/SHOEI OKANO/ISAO TOKI
  • ACCOUNT EXECUTIVE :
    YASUHIRO TAKATSU/TOMOYO IKEDA/SHUHEI YOSHIMOTO/
    NAOKI NOMURA/KAZUTA MIHARA/FUMITO KURODA
  • PRODUCT MANAGER :
    KEIICHI YAMAMOTO/KOUTAROU HOSAKA/MANABU SEKO/
    MIKE LARSON/JOSHUA COLLARD/SHIGEAKI SANO
  • DIRECTOR :
    TAKAYUKI NAKAYAMA/AKIHIRO KASHIMOTO/IAN ATKINSON/
    MICHAEL MARTIN/MIKE VALDEZ/CAROLYN DAO/TADAAKI NAKACHI
  • PRODUCER :
    KEISUKE UEDA/SHUHEI MATSUMOTO/KANSUKE SAKURAI/
    YASUYUKI MAKINO/RYUSUKE KONDO/IKUKO SHIMIZU
  • POST-PRODUCTION COMPANY :
    STORIES INTERNATIONAL, INC., TOKYO/CAPCOM CO., LTD., OSAKA/
    FAYCOM, OSAKA/CAPCOM MEDIA VENTURES, INC., LOS ANGELES/
    CAPCOM USA, INC., SAN FRANCISCO
  • EDITOR :
    TAKASHI UCHIDA
  • ILLUSTRATOR :
    NOBUMASA KAGAWA/TETSUJI SHIMAZU/MIHO MORI
  • PROGRAMMER :
    KOYA UCHIDA
  • SOCIAL MEDIA MANAGER :
    KENSAKU WATANABE
  • USER INTERFACE DESIGNER :
    YUSUKE TSUGE/NOBUKO YAMAMOTO
  • SOUND DESIGNER :
    YUKINORI KANDA
  • CAMPAIGN SUMMARY :
    POCKY WAS ALREADY THERE IN THE WORLD OF GAMES! WE DISCOVERED THAT THERE IS A MOMENT WHEN THE HEALTH GAGE LOOKS LIKE A POCKY STICK ITSELF. WITH THIS AS A CORE IDEA, WE CREATED A NEW PLAY STYLE FOR ONE OF THE GAME GENRES WHICH REQUIRES FIGHTERS TO STRICTLY FOCUS ON THEIR HEALTH GAGES: FIGHTING GAME. THE RULE GOES, FIGHTERS NEED TO MATCH THEIR HEALTH GAGE TO POCKY’S CHOCOLATE-TO-BISCUIT RATIO BY TAKING JUST THE RIGHT AMOUNT OF DAMAGE BEFORE WINNING THE MATCH: ‘POCKY K.O.’, THAT’S WHAT WE CALL IT. TOGETHER WITH CAPCOM, WE DEVELOPED ‘STREET FIGHTER V POCKY EDITION’, AN ORIGINAL VERSION OF THE FAMOUS FIGHTING GAME, IMPLEMENTING POCKY K.O. UI SPECIFICATIONS AND LAUNCHED IT.
    THE DEBUT WAS AT THE STREET FIGHTER’S WORLD TOURNAMENT 2019 WHERE PROFESSIONAL GAMERS PLAYED IT TO CELEBRATE ITS EXHIBITION MATCH. THE EXCITEMENT WAS STREAMED ACROSS THE WORLD AND WENT VIRAL. “NOW ANY HEALTH GAGES JUST LOOK LIKE POCKY TO ME!”, SAID SOME PARTICIPANTS. TO WIN, PLAYERS HAVE TO MAINTAIN CONTROL OVER THEIR OWN HEALTH GAUGE LIKE NEVER BEFORE, CREATING A TOTALLY NEW GAMING EXPERIENCE. THIS CAMPAIGN WAS ROLLED OUT IN ASEAN COUNTRIES SUCH AS SINGAPORE, VIETNAM, MALAYSIA, INDONESIA, PHILIPPINES, AND U.S. AS WELL AS JAPAN. IT CAUSED A TON OF BUZZ OVER SOCIAL MEDIA, WORD SPREADS THROUGHOUT ASEAN, U.S. AND BEYOND, REACHING OVER A HUNDRED COUNTRIES WITHOUT ANY AD SPENDING. MOST IMPORTANTLY, THIS CAMPAIGN CONTRIBUTED TO SALES INCREASE.
  • THE BRIEF :
    POCKY, A CHOCOLATE SNACK MADE IN JAPAN, WAS NOT WELL-KNOWN IN THE GLOBAL MARKET. IN LATE 2019 ITS GLOBAL LAUNCH (ASEAN + US) WAS PLANNED. TO MAKE ITS SIGNATURE SHAPE DESIGN AND THE BRAND NAME POCKY WELL KNOWN, WE NEEDED A CREATIVE IDEA WITH A LIMITED BUDGET.
  • THE STRATEGY :
    WE TOOK NOTICE OF ESPORTS BECAUSE OF ITS GOOD COMPATIBILITY WITH SNACKS: PLAYERS OFTEN EAT SNACKS WHILE PLAYING AND VIEWERS WHILE WATCHING ESPORTS. PLUS, WE CONSIDERED NON-VERBAL ENTERTAINMENT WITH GLOBAL FAN BASE IS THE KEY TO MAKE THE GLOBAL LAUNCH A SUCCESS. THEREFORE, WE CONSIDERED ESPORTS/GAME MARKET WAS AN IDEAL DOMAIN. ON THE OTHER HAND,
    WE KNEW THAT ONLY A STRONG ENGAGING CONTENT CAN GAIN WORLD’S ATTENTION, NOT JUST CO-SPONSORED PLACEMENT, A LOT OF WHICH ARE ALREADY OUT THERE. THAT’S HOW WE PRODUCED A CREATIVE IDEA: ‘PLAY’CEMENT, INSTEAD OF ‘PLACE’MENT.
  • THE EXECUTION :
    TOGETHER WITH THE WORLD’S MOST PLAYED FIGHTING GAME ‘STREET FIGHTER’, WE CREATED A NEW WAY TO ENJOY IT. THE NEW RULE: CONTROL YOUR HEALTH GAGE TO MATCH UP WITH THE PCOKY’S CHOCOLATE AND BISCUIT RATIO AND WHEN IT PERFECTLY MATCHES, BEAT YOUR OPPONENT: POCKY K.O. IN COLLABORATION WITH CAPCOM, WE DEVELOPED AND LAUNCHED AN ORIGINAL VERSION OF STREET FIGHTER, ’STREET FIGHTER V POCKY EDITION’, IMPLEMENTING POCKY K.O. UI SPECIFICATION.
    THE FIRST DEBUT WAS AT THE STREET FIGHTER’S WORLD TOURNAMENT 2019. PROFESSIONAL GAMERS PLAYED IT TO CELEBRATE ITS EXHIBITION MATCH AND THE EXCITEMENT WAS STREAMED ACROSS THE WORLD AND WENT VIRAL. “NOW ANY HEALTH GAGES JUST LOOK LIKE POCKY TO ME!”,
    SAID SOME PARTICIPANTS. WE ALSO HELD USER-INTERACTIVE EVENTS AND SOLD LIMITED EDITION POCKY PACKAGES, ALL CONTRIBUTED TO DRIVING POCKY’S SALES.
  • THE RESULT :
    TO WIN, PLAYERS HAVE TO MAINTAIN CONTROL OVER THEIR OWN HEALTH GAUGE LIKE NEVER BEFORE, CREATING A TOTALLY NEW GAMING EXPERIENCE. THIS CAMPAIGN WAS ROLLED OUT IN ASEAN COUNTRIES SUCH AS SINGAPORE, VIETNAM, MALAYSIA, INDONESIA, PHILIPPINES,
    AND U.S. AS WELL AS JAPAN. IT CAUSED A TON OF BUZZ OVER SOCIAL MEDIA, WORD SPREADS THROUGHOUT ASEAN, U.S. AND BEYOND, REACHING OVER A HUNDRED COUNTRIES WITHOUT ANY AD SPENDING.
    MOST IMPORTANTLY, THIS CAMPAIGN CONTRIBUTED TO SALES INCREASE.
    ・TOTAL VIEWS 4.5 MILLION（YOUTUBE & TWITCH）
    ・TOTAL ONLINE READERSHIP 78 .6 BILLION
    ・POCKY’S SALES INCREASE BY 120%